HONG KONG— For Asia's ardent buyers, nothing says style like "made in Italy." In fact, the marketing power of Italian fashion is so strong that many local manufacturers have chosen to give their collections Italian names in the hope of capitalizing on Italy's reputation for design and quality.

During the first nine months of 1999, China imported Italian fashion worth dollars 7.89 million, representing more than 52 percent of the nation's total fashion imports from Europe. While the figure is small compared with imports to Hong Kong and Japan, it is an increase of 5.13 percent over the same period last year.

Hong Kong, considered to be an importing hub for the region, imported Italian fashion worth dollars 242 million during the first 10 months of 1999 (up slightly from 1998, when imports for the full year reached dollars 241.26 million), according to the Hong Kong Census and Statistics Department.

Imports of Italian fashion were more than double those from France, the closest European competitor. French exports to Hong Kong for the period reached dollars 126 million. British fashion exports to Hong Kong for the period ranked third, at dollars 91 million

"Italy is the most important global point of reference for fashion. The creativity is excellent," says Balbina Wong, president of Lane Crawford, one of Hong Kong's trendiest fashion specialty stores. She added, "Today's trend is toward casualwear. Sporty, chic Italian fashion offers a total look."

According to Wong, Lane Crawford buys more than 70 percent of its merchandise from Italy, not only because of its style, but also because its quality is consistent.

"When you sell shoes and accessories, you need a more creative look. People will pay the extra money for Italian-made shoes. They believe in Italian craftsmanship," Wong said.

Italian labels have worked hard to gain this prominent market position. The country's designers have had the support of strong organizations that put marketing muscle behind their creativity with aggressive advertising campaigns and promotional activities.

"The big brands have created an image for Italian fashion and this has in turn provided a platform for all other Italian fashion," said Leonardo Radicati, trade commissioner in Hong Kong.

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WHILE high-end labels such as Gucci, Prada and Ferragamo claim a large share of the local market, newcomers in the more moderate price ranges are also carving out a niche for themselves. Names such as Gemma Zanzani, Messagerie and Artico are gaining recognition for their collections that are setting, rather than copying, trends.

"Building an image through advertising is the best way to get and maintain market share. Everyone wants status symbols. A strong brand can help a company ride out a recession," Radicati said.

However, Wong points out that Asian consumers have gone beyond simply judging a fashion item by its brand name.

"If you are a good bag designer, you may not be a good suit designer. The consumer is more educated and discerning. They don't just follow brands. They know what they want," she said, adding that customers go for style first, brand name next and then quality.

Wong added: "Historically, 'made in Italy' has meant high style and quality. There's a level of confidence in Italian styles. If given the choice, shoppers prefer to buy something made in Italy."

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IN ADDITION TO the efforts of individual companies, Italian apparel firms have the advantage of a strong commitment from their government to promote fashion exports.

The Italian Trade Commission has become a trademark for Italian fashion. The organization selects domestic firms that it feels have design and production merit and assists them in participating in overseas exhibitions and events.

In Asia, the Italian Trade Commission organizes Moda Italia, a semi-annual exhibition that travels through South Korea, Japan, Taiwan and Hong Kong to bring from 30 to 100 Italian labels to Asia, putting small to medium-size brands in touch with local buyers.

Other trade organizations and consortiums from Italy also have invested in bringing groups of manufacturers to Asian markets.

The goal is not only to make immediate sales but also to enable manufacturers to learn first-hand about the nuances of the local markets in the hopes that this will help in making important contacts that may evolve into long-term business relationships.

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R. JANE SINGER is publisher of Inside Fashion, an international newspaper for the fashion industry.